Consumer attitude and attitude change

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personality, self concept, physographics

Text of Consumer attitude and attitude change

  • 1.CONSUMER ATTITUDE AND ATTITUDE CHANGE(S L GUPTA- CP 8)
    • WHAT IS AN ATTITUDE:ISLEARNED PREDISPOSITIONTO RESPOND IN ACONSISTENTLYFAVOURABLE AND UNFAVOURABLEMANNER WITH RESPECT TO A GIVENSTIMULI.
  • STIMULI: COULD BE A PRODUCT, PRODUCT CATOGARY, BRAND, PEOPLE RELATED TO THE PRODUCT ETC.

2. EXAMPLE OF STIMULI

  • YOU WANT TO CONDUCT: CONSUMER RESEARCH.STUDY THE CONSUMER ATTITUDE TOWARDS GLOBAL CAR MANUFACTURERS IN INDIA.
  • STIMULI: YOU WILL STUDY: FIAT, DAEWOO, HONDA, FORD ETC.

3. LEARNED PREDISPOSITION

  • ATTITUDE ARE FORMED FROM VARIETY OF SOURCES OF INFORMATION INCLUDING:
    • PERCEPTION
    • EXPERIENCE
    • EXPOSURE TO MEDIA ETC.
    • SO IT IS MORE OF ACQUIRED ATTITUDE MOMENTUM TO CONSUMER BEHAVIOUR AND IS NOT BEHAVIOUR ITSELF.

4. 3 RDIMPORTANT: CONSISTENCY

  • CONSISTENCY ======= PERMANANCY.
  • EXAMPLE: BREAD IS NOW A PART OF INDIAN BREAKEFAST.
  • BUT IF THE PRICE INCREASE HIGH MAY STOP USING IT.
  • SO MIGHT CHANGE IN PURCHASE BEHAVIOUR TOWARDS SUBSTITUTE PRODUCTS.

5. MODELS AND TEORIES OF ATTITUDE

  • 1. TRICOMPONENT ATTITUDE MODEL:
    • 3 COMPONENTS:
      • COGNITION COMPONENT: KNOWLEDGE AND PERCEPTION ACQUIRED BY PEOPLE BELIEFS
      • AFFECT COMPONENT: FEELING ABOUT PRODUCT OR BRAND FAVOURABLE OR UNFAVOURABLE FEELING. POSITIVE OR NEGETIVE.
      • CONATION COMPONEN: LIKELIHOOD OR THE PROBABILITY OF THE CONSUMER TO TAKE A DEFINITE ACTION WITH REGARD TO THE ATTITUDE OBJECT, WHICH MAY BE ACTUAL BEHAVIOUR ALSO CALLED BUYER`SINTENTION.

6. COGNATION AFFECT CONATION INTERPLY OF THESE THREE GIVE USAN IDEA ABOUT THE BUYER`S ATTITUDE. 7. BEHAVIOUR INTENTION MODEL

  • THE MODEL DOES NOT PREDICT THE BEHAVIOUR OF THE CONSUMER, BUT THE INTENTION TO BEHAVE IN A PARTICULAR WAY.
  • MODEL SAY BEHAVING IN A PARTICULAR WAY WILL RESULT IN A PARTICULAR CONSEQUENCE.

8. 3 rd: THEORY OF TRYING TO CONSUME

  • DESIGNED TO ACCESS SITUATION WHERE OUTCOME IS UNCERTAIN BUT THERE IS AN EFFORT FROM CONSUMER`S SIDE TO PURCHASE.
  • THEORY HIGHLIGHTS: CONSTRAINING FACTORS WHICH PROHIBIT THE CONSUMER FROM CONVERTING THE ATTITUDE INTO ACTUAL PATTERN.

9. 4. ATTITUDE TOWARDS THE AD MODEL. EXPOSURE TO AN AD JUDGEMENTS ABOUT THE Ad ( COGNITION) BELIEFS ABOUT THE BRAND ATTITUDE TOWARDS THE BRAND ATTITUDE TOWARDS THE Ad FEELING FROM THE Ad(affect) RELATION AMONG ELEMENTS IN AN ATTITUDE-TOWARDS THE Ad MODEL 10. LETS SEE HOW IT WORKS: CONSUMER Ad HIS EXPOSURE HE IS AFFECTED HE STARTS REACTING TO THE Ad BY FEELING AND APPLYING THE MIND(COGNITION) AFTER SEEING THE Ad. FORMATION OF ATTITUDE TOWARDS Ad SAME TOWARDS BRAND/PRODUCT. FORMATION OF CONSUMER ATTITUDE TOWARDS THE BRAND: ONE IS JUDGEMENTAL EVALUATION ( WHETHER THE Ad WAS INFORMATIVE, VAGUE, HOLISTIC ETCAND FEELING THE CONSUMER GOT FROM THE Ad SATISFIED, CURIOUS, BORED, HAPPY THIS WILL FORM HIS INVOLVEMENT( HIGH OR LOW): AS A MARKETER SEE THIS BOTH ARE IM PORTANT 11. ATTITUDE FORMATION

  • DIVIDED INTO 2 BROAD AREAS:
    • SOURCES OF INFLUENCE ON ATTITIDE FORMATION
    • THE IMPACT OF PERSONALITY ON ATTITUDE FORMATION.

1. SOURCES: INFORMATION, EXPOSURE, GROUP MEMBERSHIP, ENVIRONMENT, NEED/WANT SATISFACTION VOLTAS: YEH VOLTAS REFRIGERATOR HAI JANAB, JO VOLTAS MAIN HAI WHO DOOSRON MEIN NAHIN 12. CONTINUE

  • THE NEED IS TO HAVE REFRIGERATOR.. MESSAGE IS ONLY VOLTAS CAN TRULY SATISFY YOUR NEED.
  • PERSONALITY INFLUENCE: IT SAYS PERSONALITY WISE CONSUMER GET INFLUENCE: PEOPLE IS SENSITIVE AND IMAGINATIVE AND TAKE HELP OF RIGHT BRAINPOSITIVE ATTITUDE IF Ad IS CONVEYED THROUGH THAT ROUTE.
  • IF PERSONALITY: LOGICAL ONE: ATTRACTED TOWARDS THAT Ad WHICH GIVES LOT OF FACTUAL INFORMATION SO DEVELOP HIS ATTITUDE.

13. CHANGE IN ATTITUDE(SL GUPTA CP 8)

  • DEFINE: a finding that at a given time, a significantly higher or lower proportion of the population holds certain attitude that at a earlier time:
  • Factors responsible for attitude formation are also attitude change:
        • CONGRUENT CHANGE
        • INCONGRUENT CHANGE

14. CONTINUE..

  • EXAMPLE: WAR KARGIL: SOME WANT TO JOIN/DOUBLE MINDED FOR ARMY:
  • SO MUCH MEDIA ATTENTION FORMED A DEFINITE ATTITUDE TO JOIN THE ARMY.(CALLED CONGRUENT CHANGE :attitude change in a direction that reinforces the present attitudinal position.)

15. Continue..

  • TEACHING WAS CONSIDERED NOBLE PROFESSION NO LONGER.
  • CHILDREN OF TEACHERS WHICH HAVE SEEN THE PRESENT STATE WANT TO SHIFT TOWARDS CORPORATE SECTOR: SO CHANGE TO TOTALLY OPPOSITE TO WHAT GOING ON IS CALLED: INCONGRUENT CHANGE.

16. EXAMPLE: AN Ad TO CHANGE CONSUMER ATTITUDE TOWATRDS PLAIN MILK BY REGARDING MILK AS GLAMOROUS AS WELL AS HEALTHY FRIENDLY DRINK.

  • MILK SHOULD NOT BE CONSIDERED AS A PRODUCT SATISFYING ONLY THE PHYSIOLOGICAL NEED.

17. MARKETER STRATEGIES: FOR ATTITUDINAL CHANGE

  • LAST SLIDE WAS THE FIRST STARTEGY ADOPTED MY MARKETERS TO BRING ATTITUDIAN CHANGE:
  • THIS IS CALLED CHANGE CONSUMER MOTIVATIONAL FUNCTION: SOMETIME CONSUMER FORMS A HABBIT.
  • EX: MILK FOR EVERY ONE, NOT ONLY FOR CHILDREN, OLD PEOPLE, PATIENTS BUT FOR YOUG PEOPLE ALSO.
  • NDDB( NATIONAL DAIRY DEVELOPMENT BOARD) PI SAKTE HO ROZ GLASS FULL AND GARMI MEIN DALO DUDH MEIN ICE, DUDH BAN GAYA VERY NICE.

18. CRUX

  • IF MARKETER IS ABLE TO MAKE NEED PROMINENT, THEN CONSUMER WILL NOT BUY BECAUSE OF HABBIT FORMATION.
  • 2. ASSOCIATE WITH THE ADMIRED GROUP OR EVENT/CAUSE.
  • Ex: wills associated with loved leisurely and stylish sporting event(event marketing), if related; benefit will pass on to blind relief or old age homes( cause marketing)

19. 3. Attitute change by resolving conflicting attitudes.

  • Example: I am too fat to wear a western outfil.
  • Arrow: zero calorie outfit
  • So resolve the conflict;
  • I will not go to Mc Donald in Nay ratras:
    • Mcdonald came with pure vegetarian week.
    • Ex: sugar free option.

20. 4. STRATEGY OF ALTERING ATTITUDE OF PRODUCT OR BRAND.

  • SO CHANGE BY ALTERING BELIEF OF PRODUCT.
  • CANON: SELLS XEROX MACHINE: NOW CHANGING BY PROJECTING IT NOT ONLY BRING REGULAR BLACK STUFF BUT OBJECTS OF ART COMPARABLE TO LIVE IMAGES
  • HDFC: NOT ONLY HOUSE LOAN BUT MUCH MORE THAN THAT.( EDUCATION, ETC).
  • SO CHANGE BY BRINGING SOME VALUE ADDITION COGNITIVE CHANGE.

21. Personality and Self Concept(Srivastava: Galgotia Publication, S L gupta, Shiffmann)

  • MOTIVATION AND PERSONALITY: Differ
    • M otivation are emerging and directing force that drives consumer behaviour and give it direction.
    • Personality which guides and directs the behaviour chosen to accomplish goals in different situations.
    • So when we talk of motivation and personality it walks hand in hand. Maslows need hierarchy and Motives/needs move along.
    • Personality basically long term lasting.

22. NATURE/DEFINE PERSONALITY.

  • IS THE COMPOSITE SUM OF AN INDIVIDUAL`S PSYCHOLOGICAL TRAITS, CHARACTERISTICS, MOTIVES, HABITS,ATTITUDE, BELIEFS AND OUTLOOK.
  • IS AN INTERNALIZED SYSTEM WHICH INCLUDES ALL THOSE ASPECTS OF A PERSON THAT ARE INHERITED AS WELL AS THOSE THAT ARE LEARNED.

23. PERSONALITY AND BEHAVIOUR

  • GENETIC DETERMINANTS
  • PRENATAL DETERMINANTS
  • EXPERIENTIAL DETERMINANTS
  • EXTERNAL DETERMINANTS
  • DEVELOPMENT OF STABLE PERSONALITY CHARACTERISTICS
  • BEHAVIOUR DICTATED BY INTERNALIZED SYSTEM

SOURCE TRAITS BEHAVIOUR OUTCOME 24. PERSONALITY AND CONSUMER BEHAVIOUR

  • PERSONALITY MAY BE VERY GOOD WAY TO JUDGE A PERSON BEHAVIOUR IN MOST OF TIME IF NOT EVERY TIME.
  • EXAMPLE: SELECTION OF GREETING CARD, WHICH REPRESENTS PERSONAL MESSAGE AND THEREFORE EXTENSION OF ONE`S PERSONALITY .

25. 2 BROAD VIEWS ON DEVELOPMENT OF PERSONALITY.

  • STATE APPROACH TO PESONALITY.
      • It says an individual should be understood as a whole.
      • Therefore understanding individual`s response under variety of conditions.
      • BUT REMEMBER AS A MARKETER YOU HAVE TO SEGMENT ON GROUP BASE AND NOT ONLY ON INDIVIDUAL BASE so GROUP TRAIT TO TAKE TOGETHER SO GO FOR 2 APPROACH.

26. Continue..

  • 2. Traits approach to Personality.
  • Marketersunderstand more through traits.
  • Personality traits are consistent tendencies to respond to a given situation in certain ways.
  • Trait theory s